捷达PA延展期策略及整合营销方案.pptx

捷达PA延展期传播策略Jetta PA Sustaining Campaign Strategy;目录 Agenda;;产品力+促销结合 Product USP combine with tactical promotions;依照目标、策略方针，制定捷达的市场传播策略 According to the objectives and strategic directions to develop the marketing communication strategy for Jetta 不只针对6月底开始的Sustaining Campaign 除了传播期的指导之外，提供一个下半年市场传播策略，提升集客和转化 Along with the sustaining campaign rolling out in end of June, by developing a more comprehensive communication strategy for the following 6 months to increase customer base and drive traffic to showroom;目录 Agenda;整体策略思路 Strategy thinking ;市场分析 Market Analysis ;市场分析 Market Analysis;;;;市场课题 Market Task;;;;;;运用捷达积累的口碑资产， 对潜在用户，不断夯实捷达产品可信赖形象， 建立消费者心中制高点;;产品机会 Product opportunity ;;消费者分析 Target Audience Analysis ;消费者分析 Target Audience Analysis ;;年轻靠谱、明智务实的基层力量;The power of the young reliable, wise practical gross root consumers ;;平凡成就伟大;目录 Agenda;营销任务 Marketing Objectives;传播挑战 Communication Challenge;认知 Awareness;三者形成联动，让效果最大化;根据下半年不同热点，提出两个Idea;根据下半年不同热点，提出两个Idea;捷达-中国25年核心品牌诉求提炼;传播规划 Communication Plan ;传播规划 Communication Plan ;Program Evaluation;;;传播规划 Communication Plan ;《见字如面》合作权益介绍;传播规划 Communication Plan ;传播规划 Communication Plan ;传播规划 Communication Plan ;IP合作-IP Collaboration;互联网话题征集;Topic Collection on Internet;;;;;媒介投放规划Media plan ;根据下半年不同热点，提出两个Idea;捷达皮实耐用也是马拉松精神所在;;捷达-百万公里无大修车型典范;传播规划 Communication Plan ;预热期：;引爆期：;汽车马拉松（活动直播）;Print;延展期：;;;媒体规划 Media Plan ;Thanks